EU Fines Google $3.5 Billion Over Ad-Tech Business Abuse

The European Union has fined Google $3.5 billion for abusing its dominance in the ad-tech business. This is the EU's second-largest antitrust penalty, following a 2018 fine. The fine comes after a temporary delay due to concerns about escalating tensions with the US during trade discussions.

The European Union has imposed a $3.5 billion fine on Google for anti-competitive practices in its ad-tech business. This penalty, announced on September 2, 2025, is the second-largest antitrust fine in the EU's history, following a 2018 fine of $4.3 billion [1]. The fine was initially planned for September 1, but it was delayed due to concerns about escalating tensions with the United States during ongoing trade discussions [1].

The EU's antitrust chief, Teresa Ribera, stated that Google favored its own online display technology services over competitors and publishers, abusing its market power since 2014. The Commission ordered Google to cease self-preferencing practices and address inherent conflicts of interest within 60 days [1]. Ribera emphasized that the fine is a preliminary step and that the Commission is open to hearing Google's compliance efforts before considering further remedies [1].

Google, however, criticized the decision, claiming that the fine is unjustified and that it will appeal. The company argued that its ad tech services are not anti-competitive and that there are numerous alternatives available to advertisers and publishers [1]. Google also noted that it has not been asked to divest any part of its ad-tech business, which includes tools like DoubleClick for Publishers and the AdX exchange [2].

This fine is part of the EU's broader effort to ensure fair competition in the digital advertising market. Google's advertising revenue, which includes services like Search, YouTube, Gmail, and Google Play, reached $264.6 billion in 2024, accounting for more than three-quarters of the company's total revenue [2]. Google's recent investments in Virginia to expand AI and cloud data centers and its ongoing disputes with EU regulators highlight the company's strategic focus on growth and innovation [2].

The EU's new approach under Ribera marks a shift from her predecessor, Margrethe Vestager, who relied heavily on punitive measures. Ribera is more focused on getting tech firms to comply with regulations and end anti-competitive practices, rather than imposing large financial penalties [2].

References:
[1] https://www.tradingview.com/news/reuters.com,2025:newsml_L8N3UO0C1:0-google-hit-with-3-45-billion-eu-antitrust-fine-over-adtech-practices/
[2] https://www.ainvest.com/news/eu-antitrust-fine-google-expected-modest-adtech-issues-2509/